Online fame makes niche brands popular

Smaller overseas cosmetic brands have found business opportunities in China by harnessing the promotional power of social media and online recommendations.

Alibaba Group Holding Ltd's Tmall e-commerce site said such brands contribute the majority of online sales growth for its makeup category, and most hit products come from smaller brands previously unknown in China.

"Chinese consumers are more willing to spend money on cosmetics and skincare products, and more people are paying attention to the quality of products," said Neil Wang, president of consulting firm Frost & Sullivan China.